Mar 29, 2024  
2020-2021 Undergraduate Catalog 
    
2020-2021 Undergraduate Catalog [ARCHIVED CATALOG]

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AVM 430 - Airport/Airline Marketing


Description:
Basic economics and marketing principles of airports, airlines, and aviation business within air transport value chain. New principles including inclusive advertising, marketing to the connected traveler online, offline advertising, and social media.

Prerequisites:
Prerequisite: AVM 335.

Credits: (4)

Learner Outcomes:
Upon successful completion of this course, the student will be able to:

  • Demonstrate an understanding of the airport enterprise including:
    • The role and scope of activities in airport marketing strategies
    • The air transport value chain
    • The airports technical core business
  • Identify the new marketing strategies that modern airports are implementing which includes:
    • Why the traditional airport is unable \O compete
    • New business designs that better fir shifting priorities of both current and new end customers
    • The shift to diversification of ‘non-aviation’ related activities
    • The marketing driven paradigms for airport enterprises aviation- related business
  • Compare and contrast the paradigm shift that modern airports must make to stay within a competitive market and includes the following:
    • Basic economics of the airport business with the air transport value chain
    • Two main strategic business units (SB Us) and (SBC s) of modem airport enterprises the aviation and non-aviation related ones such as Airport Loyalty programs
    • Achieving sustainable growth for the commercial airport
  • List security issues post 9/11 as they relate to the financial health of the airport including:
    • International ruling bodies who are now putting into practice security measures meant to reduce terrorist threats
    • The September 11, 2001 attacks and how they changed the traditional marketing strategies
    • How to construct an airport marketing plan
  • Compare the historical marketing trends of airline marketing including:
    • How airlines are engaging the modern consumer as opposed to the traditional years ago
    • New principals including: inclusive advertising, marketing to the connected traveler online and offline advertising ie social media
    • Crowd-sourcing and location based campaigns
  • Analyze the various modern marketing techniques including:
    • Viral videos around brand name recognition
    • Social loyalty and gamification
    • The use of meme jacking and deep association with the internet culture
    • The focus is now on real people instead of super models and actors
    • More personalization of airline staff
  • Compare and contrast certain methods of new and modern marketing as well as the consumer:
    • Flash mobs and the viewing potential of millions of people world wide
    • Onboard events such as themed flights ie, Angry Birds or Mile-High Fashion Show
    • Surprise gifts
    • No more clutter advertising
    • WI-FI availability
    • The Southwest Airline marketing model
    • Other airlines marketing models

 
Learner Outcomes Approval Date:
10/16/14

Anticipated Course Offering Terms and Locations:



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